The engagement at a glance.
Where Raapi Kolhapuri started.
Raapi Kolhapuri sells a product with centuries of story in a digital market ruled by algorithms. Generic footwear advertising was unaffordable and wrong: bidding against mass-market sneakers wastes money a craft brand doesn't have.
The campaign had to find the buyers who already wanted authentic Kolhapuris — culturally connected, design-conscious, gift-driven — and reach them at the precise moment of intent.
“Every rupee now finds someone who values the craft.”
— Founder, Raapi KolhapuriHow we worked.
Audience archaeology
Identifying the searches, occasions and interests that signal authentic-craft intent.
Campaign architecture
Tightly themed ad groups around craft, occasion and gifting queries.
Creative testing
Ad variants pairing heritage storytelling with clear product value.
ROI discipline
Weekly optimisation cutting waste and scaling winners.
What made the difference.
Niche PPC is exclusion strategy. The campaign's negative-keyword lists worked as hard as its bids — filtering out bargain hunters, costume shoppers and mismatched intent so budget concentrated on buyers seeking genuine craftsmanship.
Creative leaned into specificity: artisan process, regional authenticity, occasion relevance. Click-through rates rewarded the honesty, and landing pages that continued the story converted clicks into a 35% rise in niche category sales. The 50% ROI improvement came from this end-to-end coherence, not from any single optimisation.
Results, as recorded in the portfolio.
Highly targeted PPC boosted ROI by 50% and online sales grew 35% in niche footwear categories — exactly as the portfolio documents. The brand now scales its heritage story profitably, with a campaign structure that protects efficiency as budgets grow and seasons change.
Lookalike audiences built from purchasers now seed every new campaign launch.
Creative refreshes are scheduled around regional festivals and wedding dates.
The takeaway.
Craft brands shouldn't advertise like commodity brands. Raapi's results prove the inverse strategy: the narrower the audience definition, the better the economics. In performance marketing, knowing who not to reach is half the return.
What we delivered.
- Monthly reporting against the metrics that matter
Questions about this project.
How long did the Raapi Kolhapuri engagement take?
The programme ran as a 4-month performance campaign. We began with audience archaeology so every later decision was grounded in evidence, and reported progress against agreed metrics throughout — so Raapi Kolhapuri always knew what was working and why.
Which services did Brand Ratna provide for Raapi Kolhapuri?
Pay-Per-Click Advertising. Rather than running these as separate retainers, we operated them as one connected system designed for the realities of the footwear & craft category, which is where most of the compounding gains came from.
Can you replicate these results for my footwear & craft brand?
Every market is different, so we never copy-paste a campaign. What does transfer is the method: diagnose first, focus on the terms and audiences you can win, and measure honestly. Outcomes like 50% roi improvement come from that discipline — share your brief and we will tell you, candidly, what is achievable.
Ready to build results like these?
Tell us where your brand is stuck. A senior strategist replies within one business day with three honest next steps.